Executive Summary
3 years ago, Libresse/Bodyform was the first brand to show period blood in advertising.
It was a breakthrough moment of bravery. A big red splash in a sanitised category. A category which has been scrambling to follow suit. Many brands have since bought a ticket to climb aboard the 'fempowerment' train, on a mission to break taboos, destination 'Feel Good'.
Whilst this mentality can do us a disservice by marginalising the complexity of our feelings, navigating complexity can be tricky. Our previous campaigns had succeeded through simple, powerful storytelling.
But now we wanted to tell a story full...